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Sales and Marketing Enablement Toolkit

[Residential]

Marketing Materials

Campaign Launchpad

Marketing Materials

Market the power of data to current and future customers.

graphical user interface, application, Word

Email Campaigns

Suggested email campaign copy to use in your sales and marketing efforts.

Customized: Customer Specific Customized: Brand Specific

Direct Mail

Postcard: New Customer

Sell your customers on keeping their equipment up and running.

Google Slides Powerpoint

Direct Mail

Postcard: Current Customer

Sell your customers on keeping their equipment up and running.

Google Slides Powerpoint

Social Media

Promote your company's ability to keep equipment up and running on your social media channels.

Sample Posts

Marketing Campaign Launchpad

Your resource for campaign themes, launch templates, and checklists

Marketing Campaign Themes

Datapoints you can use to sell profitability and maintenance to customers

Marketing Campaign Theme	Purpose	Datapoint 1	Datapoint 2	Datapoint 3
Refrigerant Phase Out	Identifying units that are on the EPA's refrigerant phaseout list, you can educate on EPA regulations and promote phaseout plans	Refrigerant Type
Age and Refrigerant Phase Out	Identifying units that are old and on the EPA's refrigerant phase out list, you can promote phaseout of older units that fall under EPA regulations that will be more susceptible to issues, which could require additional costly refrigerant.	Age	Refrigerant Type
Age and Heat Type	Identifying units that are old and have specific heating types, you can educate and speak on issues to be mindful of, common problems, and potential concerns that can arise.	Age	Heat Type
Age and Refrigerant Phase Out and Gas Heat	Identifying units that are old, of a certain phased out refrigerant, and are gas heat—for those focused on electrification— having these three data points can convince a customer to replace their equipment.	Age	Refrigerant Type	Heat Type - Gas
Useful Life	Identifying units that are above a certain useful life percentage, you can communicate what to look out for in regards to aging units.	Useful Life
Useful Life and Heat Type	Identifying units that are above a certain useful life percentage, and also have specific heating types, you can speak to things to be mindful of, common problems, and potential concerns that can arise	Useful Life	Heat Type
Equipment Type of Furnace and Heat Stages	Identifying units that are furnaces and either single stage or two stage, you can prioritize two stage furnaces `to be wired appropriately to deliver the most optimum efficiency.	Equipment Type - Furnace	Heat Stages
Equipment Type and Cooling Stages	Identifying units that have single stage or two stage cooling; you can prioritize two stage to be wired appropriately to deliver the most optimum efficiency.	Equipment Type - Furnace	Heat Stages
Equipment Type and SEER	Identifying units of a specific equipment type that are also under a particular SEER raiting, you can promote phaseout of less efficienct units to those who may want more efficiency.	Equipment Type	SEER
Equipment Type and Heat Type of Gas	Identifying units of a specific equipment type and of gas heat type, you can promote the need for checking burners, heat exchangers, and gas lines / gas valves.	Equipment Type	Heat Type

CAMPAIGN OVERVIEW

Define campaign objectives:
Lead generation
Brand awareness
Outline campaign goals & expected outcomes
Determine campaign theme, angle, and messaging
Identity stakeholders and team roles for campaign execution

TIMELINE

Set campaign stat and end dates. Identify key milestones
content deadlines:
Launch dates
Reviews
Allocate timeline for pre-launch, launch, and post-launch activities
Establish dates for periodic check-in and adjustments
Create a calendar view for easy timeline tracking

CAMPAIGN MESSAGING

Draft primary messaging, focusing on the value proposition and benefits
Create clear CTA
Ensure all messaging is consistent across channels
Align messaging with branding and tone guidelines

AUDIENCE TARGETING

Define primary and secondary audience segments
Develop buyer personas to guide messaging and targeting
Identify targeting criteria, demographics, behavior interests
Adjust audience criteria based oncampaign goals (brand awareness vs conversion)

KPI's

Define key metrics for success:
CTR
Conversions
Engagement rate
Set benchmarks or baseline metrics for each KPI
Identify tools or dashboards to track KPIs
Assign responsibility for KPI tracking and regular updates
Plan for mid-campaign KPI reviews to adjust strategy as needed

BUDGETING

Establish total campaign budget
Breakdown budget allocation by channel and activity
Allocate funds for contingency in case of unexpected costs
Set budget limits for each stage of the campaign
Track spending throughout the campaign to stay within budget

PERFORMANCE REVIEW

Schedule post-campaign review meeting
Collect and analyze data for each KPI
Evaluate campaign ROI
Identify successful elements and areas for improvement
Document key learnings and recommendations for future campaigns
Share findings with stakeholders and update and related campaign resources

Step 1

Campaign Overview

Outline the campaign's objectives, theme, and primary goals.

Step 2

Timeline

Set clear start and end dates, along with key milestones, to keep the campaign on schedule.

Step 3

Campaign Messaging

Craft compelling, consistent messaging with clear calls-to-action to drive engagement.

Step 4

Audience Targeting

Details of audience segments, demographics, and interests.

Step 5

KPI's

Define measurable goals and metrics to track campaign success.

Step 6

Budget

Allocate funds efficiently across channels, keeping room for adjustments and tracking.

Step 7

Performance Review

Analyze results, share insights, and document lessons learned to inform future campaigns.